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landing page, long or short copy?

by andrewkar
9 replies
Hi guys and gals,

I have one small problem and would like you to help me with it.

I have a product, e-book which is a weight loss program for ladies.
It's my e-book, so I know the product very well.

I am planning to use ppc, article marketing, forums, twitter, Facebook, my space, blogging and maybe some off-line advertising in local news papers, shops, hair dressers, etc. (in general I will use what I can afford to promote that book)

Now my biggest problem is this, what kind of landing page should I choose?

1 central page with a long copy or

Small web site with up to 5 pages (still long copy but placed on five different pages)

 How do you think which one may bring me better conversion?

I know testing is everything, and I will test it for sure. I'm just curious because maybe you have some ideas and experience in this matter.

thanks
#copy #landing #long #page #short
  • Profile picture of the author Sam Mlambo
    Originally Posted by andrewkar View Post


    I know testing is everything, and I will test it for sure. I'm just curious because maybe you have some ideas and experience in this matter.

    thanks
    There's a good answer for you. it's time to pull the marketing trigger and see what kind of results you get. Test small at first.

    Reserve two domain names...

    One website should have long sales letter.

    The other website should be 5 separate pages of copy.

    Send equal amount of targeted traffic to both websites, and see what kind of results you get.
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    • Profile picture of the author andrewkar
      Thank you Sam for your replay

      If I'm lucky I will start my tests on Wednesday.
      By the way, not long time ago I noticed this strange phenomenon.

      When people have a problem, and they are actually asking for help, somehow their problem getting miraculously resolved just by the fact of ASKING alone.

      Today when I came to check if there are any replays to my post, I realized what I have to do...

      just simply, freaky TEST that's it.

      Sometimes you know this simple solution but looking for more complicated ways to resolve your problem.

      Isn't that strange?
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  • Profile picture of the author Kevin-VirtualProfitCenter
    You will want a variety of landing pages for the variety of traffic sources. I know that's not very helpful in response to your question, but it's the only way to make it work. It is virtually impossible to create one landing page that works for all the various types of traffic sources you mentioned.

    Choose one traffic source, create a sales funnel for that traffic source, test and refine it until it makes money. Then choose another traffic source and add it to the mix.
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    • Profile picture of the author andrewkar
      Yes you have right Kevin.

       Definitely, I will try to do this like you said, One by one.

       For ppc I will start with a long copy placed on few pages. I don't have much experience but something is telling me that long copy on one page may be a bit too fast for ppc (price range $40-60)

       On the other hand, for offline campaign and social I will start with one long page.

      Then I will start mixing up.

       Thanks for your advice guys

       I am going back to work (will notify about results. If you're not hearing from me in two weeks it means I am in Bora Bora )
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  • Profile picture of the author Stephen Dean
    Ditto what Kevin said.

    Those are pretty varied traffic sources and you could probably create a landing page for all of them. But the question isn't just long vs. short for each of these sources, but what CONTENT to put on the pages.

    The approach would be different depending on how the visitor gets to the page.

    So that's what I'd consider.

    Cheers,
    Stephen Dean
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  • Profile picture of the author travlinguy
    As has been mentioned, 'landing page' is such a generic term. Getting straight to the point, what are you trying to accomplish with this landing page? Some landing pages are designed for pre-sales. Some folks call lead capture pages landing pages. Others call reviews landing pages. Each of these distinctions requires a different approach... but you already knew that. What did you have in mind specifically?
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    • Profile picture of the author andrewkar
      Hi Travlinguy,

      Thank you for your presence in my topic (I have to admit that I perceive you as one of the BEST professionals in this place)

      What I want to accomplish? well...

      I want to get straight away SALE.

      My intention is to get sale in FIRST Ball.

      I'm sure it can be Done.

      On the other hand, I'm just not sure what kind of "lending page" I should use for that purpose.

      I know that testing is crucial and necessary. And I'm ok with this.
      But, I would like to minimize costs of advertising.

      That is why I asked for yours view, and eventually, some of your experiences.
      Weight Loss niche is one of the hardest places to be.
      Let's take ppc for example.

      I settled up all of my KEY words (for adverts and even title of the program) to "Punch" all of ladies who are looking for VERY fast and effective weight loss. Desperate ones I guess.

      My precariousness comes from practical unawareness of this niche.
      That is why I'm asking...

      Cheers

      P.S and like Stephen said, Major Issue is... what kind of content should I inject in particular page

      P.P.S I feel like a fu.... blind in this subject.
      Cheers
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  • Profile picture of the author travlinguy
    There isn't a simple answer to your question. There are some important factors to consider. The first two and foremost are: What type of product are you selling? What is your price point?

    The more value you've built into the product, the more you can charge. But... to get top dollar for a weight loss product (which is one of the most competitive niche out there) you're going to have to have a lot of credible evidence that your product can deliver the goods. This particular niche has seen almost everything there is to see. So my question would be, what makes you different without straying too far from the fold? Think of that for a moment.

    You want to offer something unique but you also want to stay close to the chosen track that gets the sales. Most good sales pieces in this genre, whether you call them landing pages or sales pages or yellow pages, present the problem and then the solution. They also push lots of emotional hot buttons. A great button for this niche is the shame button.

    First you identify the shame your prospect feels and has felt for so many years... because they're overweight and sick and tired of being made fun of and ridiculed and on an on... and then you introduce the product that eliminates that shame. It's a proven formula that works wonders but many writers fall flat on their face trying to use it...

    The issue here, in regard to your original question, isn't that getting the sale up front is impossible. The issue is, it ALMOST ALWAYS takes a full blown sales page to do it.
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  • Profile picture of the author dannyadams
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    • Profile picture of the author andrewkar
      Thank you Travlinguy

       I don't know what to say, Great advice.

      dannyadams probably I will test video later. I will start with a traditional letter first.
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